Dee Sturgess, director of client training

As Director of Training, Dee Sturgess designs and leads the company’s renowned workshops, ensuring every programme is rooted in customer centricity, rapport-building and measurable sales-driving performance. 

With over 25 years in senior hospitality leadership spanning multi-site management and national operations Dee combines commercial expertise with hands-on credibility. A dynamic and engaging facilitator, she brings energy and a straight-talking, down-to-earth style that operational teams trust, translating sales strategy into confident behaviours that drive real results. 

Dee joined Bums on Seats in early 2019 as its first consultant and has since led multiple projects across the client portfolio, including placements within businesses at Director level. Alongside her training work, she also supports clients with sales strategy consultancy - aligning commercial goals with practical, on-the-ground delivery. 

With sharp attention to detail and a genuinely people-centric mindset, Dee takes the time to understand each business and team on an individual level. This approach underpins the creation of smart, tailored training strategies that strengthen reputation, drive revenue and inspire teams to deliver exceptional Guest Experience.